iWorld
Hair-oics on screen as Traya lands a starring role in JioHotstar’s Heroes
MUMBAI: If hair could tell a hero’s tale, Traya just gave it a prime-time spotlight. The homegrown health-tech brand has made its on-screen debut in JioHotstar’s new series Heroes, a show celebrating innovators rewriting the rules of their industries spotlighting Traya’s mission to turn India’s tangled hair-loss story into a science-led, health-first movement.
For a country long sold quick fixes, sketchy serums and vanity-driven cures, Traya arrives as the rare voice urging calm, clarity and clinical grounding. One of India’s fastest-growing health-tech names, the brand has carved out a new narrative: that hair fall isn’t a cosmetic inconvenience but a health signal, one that demands empathy, rigour and personalised care.
Traya’s roots dig back to 2019, when co-founders Saloni and Altaf found themselves on the wrong side of hair-loss advice. Altaf’s chronic health issues had triggered severe hair fall, and the market offered little beyond short-lived solutions.
So the couple built a different playbook: one combining Ayurveda, Dermatology and Nutrition three sciences under one treatment philosophy.
“Traya was never started with a thought process that it will be a company,” Altaf recalls in the episode. “The concept of mixing science, allopathy and Ayurveda was started to solve my problem.”
That personal experiment soon spiralled into something bigger. Today, the brand has helped over 1.2 million users reclaim not just hair growth but confidence, dignity and a sense of agency over their health.
From consultation to results, Traya’s model is built on conversations before prescriptions. Each user is paired with a doctor and a dedicated hair coach two touchpoints that shape and adjust treatment based on progress, health patterns and emotional milestones.
“At Traya, every journey begins with care and ends with confidence,” says Saloni Anand. “This isn’t just about hair; it’s an emotional journey we take together.”
Their people-first philosophy runs deep: over 90 per cent of Traya’s workforce is directly or indirectly involved in customer health outcomes, an unusually high ratio in a space often dominated by sales, packaging and brand-building.
Traya’s appearance on Heroes frames its impact not as a business milestone but as evidence of a broader shift: healthcare that’s accessible, honest and deeply human. The episode captures a company more interested in root causes than surface fixes, more invested in long-term outcomes than overnight miracles.
That ethos, according to Altaf, is shaping Traya’s next chapter.
“We’re incredibly excited about what we’ve achieved by combining science with a solution-driven approach. Our ambition is to be the biggest health-tech company, not just in India, but globally.”
With a rapidly growing user base, a team structured around care, and a science stack that blends old wisdom with modern diagnostics, Traya is positioning itself not just as a brand but as a blueprint for the future of personalised health.
Its Heroes feature acts as a timely reminder: for millions navigating hair loss quietly, the emotional journey matters as much as the medical one.
The episode closes with a message that mirrors Traya’s own philosophy, the everyday person, armed with patience and the right care, can be the hero of their own transformation.
The episode is now streaming on JioHotstar’s Heroes.
iWorld
Telcos push for unified rules as spam shifts to OTT platforms
Over 80 per cent fraud moves online, operators seek common framework.
MUMBAI: The spam may have left your phone network but it hasn’t left you alone. India’s telecom operators are once again dialling up the pressure for a unified regulatory framework, warning that fraud is rapidly migrating to internet-based platforms where oversight remains far looser. According to industry communication, a leading operator has written to multiple arms of the government including the Department of Telecommunications, the Ministry of Electronics and Information Technology and the Ministry of Finance arguing that tighter controls on traditional telecom networks are inadvertently pushing bad actors towards over-the-top (OTT) communication platforms.
The concern is not new, but the framing has sharpened. What was once an industry grievance is now being positioned as a consumer protection issue. Operators say that tackling spam in silos no longer works, as fraudsters seamlessly shift across platforms, exploiting regulatory gaps. The result: a moving target that traditional safeguards struggle to contain.
Executives point to a clear shift in fraud patterns. OTT platforms are increasingly being used for phishing links, impersonation scams and bulk unsolicited messaging, with industry estimates suggesting that over 80 per cent of spam activity has now migrated online. In this environment, the lines between telecom networks, messaging apps and financial fraud are blurring fast.
At the heart of the industry’s demand is a call for a technology-neutral regulatory framework, one that applies consistently across telecom and internet-based communication services. Operators argue that the absence of uniform safeguards, such as sender verification systems, robust spam filters and clearly defined accountability mechanisms, has created enforcement blind spots that fraudsters are quick to exploit.
The proposal is straightforward but far-reaching. Telcos are pushing for baseline anti-fraud measures across all communication platforms, alongside faster response systems and deeper coordination between ministries. Given the interconnected nature of telecom networks, digital platforms and financial systems, they argue that fragmented oversight only weakens the overall defence.
The broader issue is regulatory arbitrage, the ability of bad actors to hop between platforms based on which is least regulated at any given time. Without harmonised rules, operators say, efforts to curb fraud risk becoming a game of whack-a-mole.
As digital communication continues to expand, the debate is shifting from who regulates what to how consistently it is regulated. For now, telecom operators are making their case clear: in a world where spam travels freely, regulation cannot afford to stay fragmented.
